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The best of both worlds: using Connect and   ApplyYourself in the student journey         Carolina Figueroa   Associate De...
George Mason UniversityAgenda•   About George Mason and Hobsons•   Major Goals and Opportunities•   System Infrastructure•...
About George Mason and Hobsons
George Mason UniversityAbout George Mason• Founded in 1972• Largest Virginia Public Institution – 32,000• Located minutes ...
George Mason UniversityThe Mason Message• Best value in Education• World Class   – Global: 1,800 students from135 countrie...
George Mason UniversityMason and Hobsons• In 2008, Mason decides to replace  recruitment and online application system• Lo...
George Mason UniversityMason and Hobsons• In October 2008, Mason and Hobsons  begin implementation• Launched undergraduate...
Major Goals and Opportunities
George Mason UniversityMajor Goals• Improve Customer Service• Provide current and correct application  status online• Driv...
George Mason UniversityOpportunities• Mason “on the map”   – NCAA final four 2006   – US World & News Report “Up-and-Comin...
System Infrastructure
George Mason UniversitySystem Infrastructure                                                                              ...
Customized Communications
George Mason UniversityTake Advantage of the Bridge• Enquiries in Connect can have app pre-  populated• Confirm Informatio...
George Mason UniversityTargeted Communications• Example of Bridged Fields   – Academic Interest   – Country / State   – Mi...
George Mason UniversityMeasure Interest• Check Via Bridge   – Last access date   – % completed• Survey in Connect   – Appl...
VIP Pages
George Mason UniversityApplication Status• Integration between SIS, Connect, and AY• Communicate status to applicant   – D...
George Mason UniversityVIP Challenges• Agreement on content   – Status of application   – Marketing tool• Validity of info...
Conclusion
George Mason UniversityInformation = Power• Seamless integration is a powerful tool• Takes time to develop strategy• Perso...
Questions?
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The Best of Both Worlds: Using Connect and Apply Yourself in the Student Journey

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Carolina Figueroa, associate dean of admissions at George Mason University, examines GMU's major goals and opportunities in using Hobsons Connect and Apply Yourself.

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The Best of Both Worlds: Using Connect and Apply Yourself in the Student Journey

  1. 1. The best of both worlds: using Connect and ApplyYourself in the student journey Carolina Figueroa Associate Dean of George Mason Admissions University February, 28th 2012
  2. 2. George Mason UniversityAgenda• About George Mason and Hobsons• Major Goals and Opportunities• System Infrastructure• Customized Communications• VIP Pages• Conclusion 1
  3. 3. About George Mason and Hobsons
  4. 4. George Mason UniversityAbout George Mason• Founded in 1972• Largest Virginia Public Institution – 32,000• Located minutes from Washington, DC• Offers 180 undergraduate and graduate programs• Enrolls 2,600 freshmen, 3,700 transfer, and 3,000 graduate each year 3
  5. 5. George Mason UniversityThe Mason Message• Best value in Education• World Class – Global: 1,800 students from135 countries – Ranked amongst “most diverse”• Dynamic Campus Life – Center for the Arts – Patriot Center• Location, location, location 4
  6. 6. George Mason UniversityMason and Hobsons• In 2008, Mason decides to replace recruitment and online application system• Looking for systems that could: – Fully integrate with SIS – Handle large complex e-mail campaigns – Implement new capabilities quickly – Present a cohesive personalized experience – Be easily mastered by non-technical staff 5
  7. 7. George Mason UniversityMason and Hobsons• In October 2008, Mason and Hobsons begin implementation• Launched undergraduate instance of Connect, followed by graduate instance• Completed AY implementations by Summer 2009.• Maintained integration with SIS throughout 6
  8. 8. Major Goals and Opportunities
  9. 9. George Mason UniversityMajor Goals• Improve Customer Service• Provide current and correct application status online• Drive enquiries to submit application as soon as they enter the system• Use information in application to track enquiry commitment 8
  10. 10. George Mason UniversityOpportunities• Mason “on the map” – NCAA final four 2006 – US World & News Report “Up-and-Coming” – Law School top 35 in US• Partnership with access to 1.5M prospects• Facilities investment of $450M in new construction 9
  11. 11. System Infrastructure
  12. 12. George Mason UniversitySystem Infrastructure App Details – Bridge: •Program of Interest Prospects •Purchase Lists •Address •Scores •Web Enquiries •Events •Test Scores Pre-Apps •App Started Account Creation Submitted Applications Connect AY SIS App Details Supporting Documents Status, Checklist, Decision, etc.. 11
  13. 13. Customized Communications
  14. 14. George Mason UniversityTake Advantage of the Bridge• Enquiries in Connect can have app pre- populated• Confirm Information• Follow up with “App started for you”• Next Acknowledge when app started 13
  15. 15. George Mason UniversityTargeted Communications• Example of Bridged Fields – Academic Interest – Country / State – Military Status• Target Messages – Course Offerings – Special Programs – Alumni from Area 14
  16. 16. George Mason UniversityMeasure Interest• Check Via Bridge – Last access date – % completed• Survey in Connect – Applicant Interest – Help needed – Opt them out or contact them 15
  17. 17. VIP Pages
  18. 18. George Mason UniversityApplication Status• Integration between SIS, Connect, and AY• Communicate status to applicant – Detailed: Documents received, in-review – General: Application received, decision dates• Targeted Information – Relevant News – Event Registration – Surveys 17
  19. 19. George Mason UniversityVIP Challenges• Agreement on content – Status of application – Marketing tool• Validity of information – Filter driven content – Integration with SIS or AY• Relevant and new 18
  20. 20. Conclusion
  21. 21. George Mason UniversityInformation = Power• Seamless integration is a powerful tool• Takes time to develop strategy• Personalization enhances customer service experience• Applicants have expectations of savvy customers 20
  22. 22. Questions?

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